I like that he was able to keep a steady theme with it all. If he likes medieval swords, why not name business with a similar theme and then in your about us section on your website, take about your interest!

If you collect swords, then get a picture of that and create a press release about how your interest in sword collection led you to creating this mowing business.

Maybe host a medieval sword month at your local library to show off your collection and get attention for your business.